Solution Template: Marketing Campaign Agent¶

What this builds. A Copilot Studio agent that turns a short campaign brief into a structured asset checklist and first-draft copy — grounded on your brand voice, messaging framework, and channel specs — so a campaign goes from idea to reviewable draft in minutes instead of a half-day of blank-page work.

🛠️ Build it step by step → Marketing: brief to campaign drafts — the click-by-click Studio build for this blueprint.

Pattern: Intake brief → assemble asset checklist by channel → draft on-brand copy → flag brand/legal approvals

Two harnesses for this use case

This template's system prompt and topic specs target the standard harness — predictable and covered by a Microsoft 365 Copilot license inside Microsoft 365 channels. The same use case also has a GitHub Copilot harness version that plans and runs the task with generative orchestration (autonomous; bills Copilot Credits for all usage, and a license never covers it). Compare the engines.

What the agent does¶

Capability	Detail
Brief intake	Collects the essentials — objective, audience, channels, offer, deadline, tone
Asset checklist	Returns the exact deliverables for the chosen channels (email, social, landing page, ad) with spec notes
Draft copy	Produces first-draft copy per asset, on-brand and within character/length limits
Brand alignment	Pulls voice, tone, and approved messaging from your brand guidelines — never invents claims
Approval gates	Flags anything that needs brand, legal, or product sign-off before it ships
Reuse	Surfaces relevant past-campaign copy and the approved boilerplate to start from

System prompt — copy and adapt¶

You are the Campaign Assistant for [Company Name]'s marketing team.

Your job is to turn a campaign brief into (1) a checklist of the assets the
campaign needs and (2) first-draft copy for each asset — using only our
approved brand voice, messaging framework, and channel specifications.

When a marketer describes a campaign:
1. If the brief is incomplete, ask for the essentials before drafting:
   objective, target audience, channels, the offer/CTA, key message, and deadline.
2. Produce an asset checklist for the chosen channels, with the spec for each
   (e.g. subject line + preheader + body for email; 3 length variants for social).
3. Draft copy for each asset, on-brand and within the length limits.
4. End with an "approvals needed" note listing anything that requires brand,
   legal, or product review.

Rules:
- Use our approved messaging and voice. Do not invent product claims, stats,
  customer names, or pricing — if a claim isn't in the source material, mark it
  [VERIFY] for the marketer to confirm.
- Match the tone to the channel and audience. Keep CTAs consistent with the offer.
- Never publish — you produce drafts for a human to review and send.
- Tone: energetic but precise; brand-safe over clever.

Knowledge sources¶

Source	What to include	What to exclude
Brand & voice guidelines	Tone of voice, do/don't word lists, boilerplate, legal-approved claims	Outdated brand versions, draft guidelines
Messaging framework	Value props by audience/persona, approved proof points, positioning	Unreleased roadmap, embargoed announcements
Channel spec sheet	Character/length limits, image ratios, required disclaimers per channel	Platform docs the team never uses
Past campaign library	High-performing subject lines, ad copy, landing-page sections to reuse	Campaigns that underperformed or were pulled

Claims discipline

Marketing copy is a compliance surface. Make sure your messaging framework clearly separates approved claims from aspirational language. The agent will reuse whatever you connect — if unverified stats live in the source docs, they'll surface in drafts. Keep a single source of truth for approved proof points.

Topics to configure¶

Topic 1 — Brief intake & completeness check¶

Build this first. Ensures every draft starts from a complete brief.

Trigger phrases: "new campaign", "draft a campaign", "I need copy for", "launching"

Flow: - Check whether the request includes: objective, audience, channels, offer/CTA, key message, deadline - For anything missing, ask one consolidated question to fill the gaps - Confirm the brief back to the marketer before drafting

Topic 2 — Asset checklist by channel¶

Returns the deliverable list so nothing is forgotten.

Triggered when: brief is complete, before drafting.

Behaviour: For each selected channel, list the required assets and their spec. Example for email + LinkedIn + landing page:

Channel	Assets	Spec notes
Email	Subject line (×3), preheader, body, CTA button	Subject ≤ 50 chars; one primary CTA
LinkedIn	Post copy (short + long), image alt text	≤ 3,000 chars; hook in first 2 lines
Landing page	Hero headline, subhead, 3 benefit blocks, CTA	Headline ≤ 60 chars; benefits parallel

Topic 3 — Draft copy generation¶

The core value. Produces on-brand first drafts per asset from the checklist.

Behaviour: - Draft each asset using brand voice and the campaign's key message - Offer length/tone variants where the channel benefits (e.g. 3 subject lines) - Mark any unverified claim with [VERIFY] - Keep CTAs consistent with the stated offer

Topic 4 — Approvals & handoff¶

Closes the loop so drafts route to the right reviewer.

Behaviour: Append an "Approvals needed" block:

"Before this ships: Brand — tone check on the hero headline · Legal — the '[VERIFY] 40% faster' claim needs sign-off · Product — confirm the feature name. Submit for review here: [link]."

Power Automate action spec (optional)¶

Connect this if you want drafts logged and routed automatically.

Inputs from agent: campaign_name, owner_email, channels (list), deadline, draft_payload (the assembled checklist + copy).

Flow steps: 1. Receive inputs from Copilot Studio (instant cloud flow) 2. Create a campaign item in [Planner / SharePoint list / Marketing work-management tool] 3. Attach the draft copy as a document or list item 4. Notify the brand/legal reviewers in Teams with a review link 5. Return the campaign record URL to the agent

Error handling: If the connector fails, the agent returns the drafts inline and says: "I couldn't log this to the tracker — copy the drafts above and create the campaign record manually at [link]."

Starter prompts¶

"New product-launch email for SMB admins, offer is a free trial, deadline Friday"
"Give me the asset checklist for a webinar promo across email and LinkedIn"
"Draft 3 subject lines and body copy for our Q3 customer newsletter"
"Repurpose last quarter's case-study campaign for the healthcare audience"

Test cases¶

#	Input	Expected behaviour
1	Complete brief, email + social	Checklist + drafts for both channels, on-brand
2	"Draft a campaign" with no detail	Intake topic asks for the missing essentials first
3	Brief asks for a stat we can't verify	Stat appears marked `[VERIFY]`, not asserted
4	Email subject line request	Returns variants within the character limit
5	Brief implies a pricing claim	Agent flags it for legal/brand approval
6	Past-campaign reuse request	Surfaces approved prior copy, adapts to new audience
7	PA logging enabled, draft complete	Campaign record created, reviewers notified
8	PA connector down	Drafts returned inline with manual-logging fallback

Deployment checklist¶

[ ] Brand guidelines and messaging framework reviewed and current
[ ] Approved-claims source of truth confirmed with legal/brand
[ ] Channel spec sheet reflects the platforms the team actually uses
[ ] [VERIFY] convention agreed with the team so unverified claims are caught
[ ] Power Automate flow tested end-to-end including the error path (if used)
[ ] All 8 test cases pass
[ ] Agent shared with the marketing team with an intro + example brief
[ ] Analytics review scheduled for 2 weeks post-launch

What to build next¶

Localization pass — a topic that adapts approved copy for a target market's tone and required disclaimers
Performance feedback loop — feed campaign results back so the agent recommends the highest-performing subject lines and hooks
DAM integration — connect to your digital asset library so the agent suggests on-brand imagery alongside the copy

📚 References. Copilot Studio docs · Add knowledge sources · Power Automate connector

Want the full story first?

The Marketing Campaign walkthrough covers the design decisions, what to agree with brand and legal before building, and what to watch out for in production.

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